The Internet is revolutionising every industry, as more and more companies realise the potential of this vital marketing tool. This new title from Animal Pharm Reports will help any animal health company to initiate or develop its own Internet site. Specifically targeting the animal health industry, this report takes you through all the crucial steps of Internet design. It also includes advice on Internet strategies, regulatory and legal issues and explains what customers are actually looking for when they access the Internet, providing key information when designing your own site.
Whether you are a small company seeking to set up an Internet site, or a large player looking to develop your presence on the Web, Animal Health Marketing Strategies on the Internet will act as an essential guide.
PUBLICATION: FEBRUARY 1999
REF: SR181E
PAGES: 60
PRICE: £295/$620/¥71,000
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CONTENTS
EXECUTIVE SUMMARY
GLOSSARY
CHAPTER 1 INTRODUCTION
1.1 The origins of the Internet
1.2 The advent of the Web
1.3 The workings of the Internet
1.4 Access Speed
1.5 Netiquette
CHAPTER 2 WHY THE INTERNET IS IMPORTANT TO THE ANIMAL HEALTH INDUSTRY
2.1 The Worldwide Web as a promotional tool
2.1.1 Presenting the animal health industry view
2.1.2 Getting the most from the medium
2.2 Two-way communications - the Web and Email
2.2.1 Email Provision
2.2.2 Attachments
2.2.3 List Servers
2.2.4 Electronic Transaction Processing - 'e-Business'
2.3 Communication with the press
2.4 Communication with subsidiary companies and internal communications
CHAPTER 3 WHAT THE INTERNET USER IS SEEKING FROM ANIMAL HEALTH COMPANIES
3.1 A Manufacturer's View - Pfizer
3.1.1 Introduction
3.1.2 History and Development
3.1.3 Main Corporate Site Overview
3.1.4 "Caring for Pets and Livestock"
3.1.5 Pfizer's Animal Health Pages
3.1.6 PetNet
3.1.7 Summary
3..2 An Information Provider's View - Farming On Line
3.2.1 Site Overview
3.2.2 History and Development
3.2.3 Site Evaluation
3.3 An Industry Association View - FEDESA
3.3.1 Site overview
3.3.2 History and Development
3.3.3 Site Evaluation
CHAPTER 4 THE IMPORTANCE OF HAVING AN INTERNET STRATEGY
4.1 Identifying the audience
4.2 The importance of updates
4.3 Dealing with the response
4.4 Pull and Push marketing
4.5 Legislation
4.6 Conclusions
CHAPTER 5 SETTING UP YOUR WEB SITE - WHAT YOU NEED TO GET STARTED
5.1 Before design 47
5.1.1 Choosing a name
5.1.2 Registering a name
5.1.3 Choosing an Internet Service Provider
5.1.4 Mirror sites 50
5.2 Design
5.2.1 Visual Design Issues
5.2.2 Structure and content
5.2.3 Search tools 52
5.2.4 Date
5.2.5 Addressing the audience
5.3 Technology in design
5.3.1 Frames
5.3.2 Java and JavaScript
5.3.3 Multimedia and Plug-Ins
5.3.4 Images
5.3.5 Response and Feedback Mechanisms
5.4 Web promotion and monitoring response
5.4.1 Registering with the search engines
5.4.2 Monitoring site usage
5.5 Summary
CHAPTER 6 REGULATORY AND LEGAL ISSUES
6.1 The legal issues surrounding publishing on the Internet
6.1.1 Copyright
6.1.2 Defamation
CHAPTER 7 INTERNET PRESENCE OF RELEVANT ORGANISATIONS
7.1 Manufacturers
7.1.1 Alpharma
7.1.2 Elanco
7.1.3 Virbac
7.2 Industry Associations and Federations
7.2.1 FEDESA
7.2.2 AVMA, NOAH and NETVET
7.2.3 The American Feed Industry Association
7.2.4 The Animal Health Institute
7.3 Government and Regulatory Organisations
7.3.1 US DoA 1 - National Statistics Service
7.3.2 US DoA 2 - Animal and Plant Health Inspection Service
7.3.3 US Food & Drug Administration Centre for Veterinary Medicine
7.3.4 UK Government Sites
7.4 Other Information Sources and Campaign Groups
7.4.1 Livestock - The Humane Farming Association
7.4.2 Animal Industry Foundation
7.5 Product-Specific Web Sites
7.5.1 Posilac
7.5.2 Ivomec
7.5.3 Defend
7.6 Resellers and Distributors
7.6.1 Animal Health Sales
7.6.2 Henry Schein Veterinary Division
7.6.3 A J Buck & Son
CHAPTER 8 THE FUTURE OF THE INTERNET
8.1 The problems of new technology
8.1.1 Bandwidth
8.1.2 Security
8.1.3 Web TV and Other Set-Top Systems
8.2 Regulation: A roadblock on the information superhighway?
8.3 Prediction of a bright future
APPENDIX I
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